The high street giant said it would phase out offers like “buy one get one free” (BOGOF) in its supermarkets by August, claiming customer research showed the promotions were out of step with buying habits.

Around half of its multi-buy promotions have already been axed, the company said, although there will still be the occasional seasonal deal after the summer.

The announcement comes after the Money Advice Service (MAS) warned this week that confusing price promotions could actually be costing people an extra £1,200 a year.

Figures from the MAS, an independent body set up by the Government, showed 76% of people spend more than they mean to when shopping in supermarkets.

Sainsbury’s said its move was driven by customers’ demands for better value, cutting waste and healthier choices.

The supermarket chain’s Marketing Director, Sarah Warby, said: “Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards more single item purchasing.

“We have listened to our customers who have told us that multi-buy promotions don’t meet their shopping needs today, are often confusing and create logistical challenges at home in terms of storage and waste.

“The commitment we are announcing today will make it easier for customers to shop for the products they love, when and how they choose, safe in the knowledge that they are getting the best value for money all of the time.”